Social Media Boot Camp

EricSchwartzman

Day One ndash Nov 4 2010

2

Housekeeping

bull Expectations

bull Introductory immersion

bull New vocabulary

bull Foundation first

bull Exercises second

bull Agenda

bull Slide numbers

bull Digital handouts

bull Favorite useful sites

3

Times Are Changing

4

Mayor Jerry Brown

Britney Spears

News Media Addict

Star Wars 30th Anniversary

Pussycat Dolls

Academy Awards

5

Message Map

Data Points

Overarching Message

Supporting Messages

6

Mainstream Media Training

7

Plenty of Options

Public Affairs

CustomerRelations

Investor Relations

Labor Relations

Community Relations

Industry Relations

Media Relations

Analyst Relations

Public Relations

8

Media Relations

Mass Media Addict

Television Magazines

Radio

Newspapers

9

Junket Junkie

10

Controlled Communications

11

New Purpose for the Press Release

Source Pew Internet

Percentage of internet users who sited each type of site as their favorite

12

Conforming to News Cycles

Photo by Olivander

13

News Break Strategy

National News

Influencers

Regional News

Local News

Trade Press

Target Audience

14

Scoring Ink

15

Illusion of Control

16

Law of Diminishing Returns

Source Paper Cuts

17

Ad Spending Trends

18

White Light Experience

19

Web Gave Life to New Media

Email

SEO

Websites

20

Outbound Communications

21

New Media as Mass Media

Photo by Adulau

22

Web Gets Social

Microblogging

Email

SEO

BlogsPodcastsContent Social

Networks

Websites

Pure SocialNetworks

Monitoring

23

Web Gets Easy

24

Photo by Spackletoe

Grassroots Communications Have to be Easy

bull Contentrsquos claim to the crown

bull User experience shapes reputation

bull Should be self-service

bull Flash PDFs UI navigation

bull Ease of use drives adoption

Evolution of Customer Experience

Usability Expert Jakob Nielsen on User Experience and Reputation

25

How Will You Get Through the Filter

Source Sit or Squat

search reviewfilter share

26

Customer Service Rep as Spokesperson

27

Unintended Consequences

28

Retention Training Manual Leaked

29

Crowd Sourcing News Triangulating Truth

30

No Secrets

31

What You Say vs What You Do

Whopper Big Mac SubwaySource This Piggy Blog

32

Business Case Encourage Supporters

Whopper Big Mac Subway

33

Social Media Conversations

34

Rep

utatio

n

Mainstream News Media

Conversations Shape Reputation

Source Shel Holtz

35

MSM Becomes the Second Draft

36

How Will You Encourage Support

Photo by Leo Reynolds

Brian Stauffer

37

Rethink the Photo Opp

Source Twitpic

38

Intimate News Breaking

Source Universal McCann

39

Edgework

Source Cobalt123

40

Scale through Training

41

Organizations Must Provide Guidance

People ProcessPolicy Technology

42

Policy vs Guidance

Social Media Policy

Transparency of Public

Information

Respectfulness

Privacy

Confidentiality

Diplomacy

DisclaimersConflict

Resolution

Crisis Considerations

Legal Matters

IT Policy

Penalties

43

Photo by o0besesed

Social Media Communications is a Team Sport

44

National News

Influencers

Regional News

Local News

Trade Press

Target Audience

Exclusives amp Embargos are Counterproductive

Bloggers Podcasters

45

BlogsPodcasts

Pure SocialNetworks

Content SocialNetworks

Monitoring

Microblogging

Social Media

Discoverability and Amplification

Email

SEO

Websites

New Media

46

Welcome to the Revolution

RevolutionaryAristocratEisner Lassiter

47

Selling Social Media to Management

48

Position Social Media as Extending Existing Efforts

Listorious shows over 200 USA Today reporters 243 New York Timesreporters and more than 100 Wall Street Journal reporters on Twitter

49

Selling Social Media to Management

bull Get at ROI of social media

bull Implement social media policy amp training

bull Satisfy audit trails

bull Channel social media through PR

Strict Management

Oversight

Regulatory Oversight

Embraces Change

Exploratory and Curious

50

Morning Break

51

Media is Filtered for Us

52

Build the Business Case By Filtering Social Media

53

Start by Listening

Brian Solis

54

Open Tag - lt gtClose Tag - lt gt

Building a Media Monitoring Dashboard with RSS

55

RSS Readers

Leveraging RSS

1 Browsers

2 Web-based readers

3 Desktop-based readers

4 Email clients

56

Google Reader

57

Demo Social Media Monitoring Dashboard

58

Find the Right Keywords

59

Demo Search a Keyword in Google News

Locate the RSS Icon at the Bottom of the Google News Search Results

60

Demo Add the RSS Feed URL to Google Reader

61

Live Demo Add RSS feed to Google Reader

Clicking ldquoAdd a subscriptionrdquo button opens field to insert URL of RSS Feed

62

Demo Add RSS feed to Google Reader

Google News Feed Loaded in Google Reader

63

Demo Monitor Blogs with RSS

Back to Google News more Blogs

64

Demo Convert Blog Search Results to RSS

Click the RSS option to subscribe to these search results in Google Reader

65

Demo Convert Blog Search Results to RSS

Copy the URL of the web page on which the RSS feed is displayed

66

Demo Enter RSS feed in Google Reader

Paste the Blog Search Results URL into the ldquoAdd a subscriptionrdquo pop-up field

67

Demo News and Blog RSS Feeds in Google Reader

Google Blog Feed Loaded in Google Reader

68

Demo Monitoring Twitter

Convert Twitter Search Results to RSS

69

Demo Subscribe to a Twitter RSS Feed

Paste the Twitter Search Results RSS Feed URL into the ldquoAdd a subscriptionrdquo pop-up field

70

Demo Subscribe to a Wikipedia Article

71

Demo Wikipedia RSS feed in Google Reader

Edits to the Wikipedia article appear in real time

Edits by Anonymous Users

72

Demo Monitoring Online Forums in Google Reader

Show Tools link in Menu Bar Opens RSS Option

73

Demo Monitoring Online Forums in Google Reader

Forums RSS Feed Loaded in Google Reader

Click ldquoManage subscriptionsrdquo link to put feeds into folders

74

Demo Managing Subscriptions in Google Reader

Select ldquoAdd to folderrdquo ldquoCheonanrdquo

75

Demo Managing Subscriptions in Google Reader

Select ldquoAdd to folderrdquo ldquoNew folderrdquo

76

Demo Cheonan Folder Added to Google Reader

77

Demo Sharing from Reader to Facebook amp Twitter

78

Demo Sharing from Reader to Facebook amp Twitter

79

New Media Notifications

80

More Filtering Options User Ratings

Inspired by ldquoTrust Agentsrdquo ndash Pg 197

81

More Filtering Options Comments

Cause as online social object

Donor commenting

Inspired by ldquoTwittervillerdquo

82

More Filtering Options Goolge SideWiki

Social browser widget

Website as online social object

83

Lunch

84

Anatomy of the Blog Blogs and Blog Posts

BlogHomepage

Blog Post

Blog Post

Blog Post

Homepage

Author Date

85

Anatomy of the Blog Permalinks

Permalink

86

Anatomy of the Blog Feeds Site and Social Search

Blog Search

Social Search

Top Rated

RSS Feed

87

Anatomy of the Blog Hyperlinks

Hyperlink

Hyperlink

Hyperlink

88

Anatomy of the Blog Comments

89

Anatomy of the Blog Comment Moderation

Consider adding information about turn around time

90

Anatomy of the Blog Comment Moderation

Consider adding moderation policy hyperlink

91

Anatomy of the Blog Blog Rolls

Blog Roll

Blog Roll

Community Mapping Opportunity

92

Anatomy of the Blog Widgets

Widget

Widget

Widget

93

Astroturfing

94

Blogger Relations to Drive Media Relations

bull Top 100 blogs

bull Hyperlocal blogs

bull Corporate blogs

95

Top 100 Blogs on Technorati

96

Case Study Rock-Ola

97

Corporate Blogs

Source Monsanto Blog

98

Unfiltered Conversation

99

Messaging through Sneeze Posts

Source Monsanto Blog

100

Case Study Blog Storm

101

Case Study Blog Storm

102

Case Study Blog Storm

Lessons Learned

bull Acknowledge immediately on website or blog

bull Identify influential bloggers in advance

bull Cultivate an inner circle of influential bloggers

103

Origins of Blogging at DoD

104

New Rules of Engagement

105

Play Nice

106

Participate

107

Cory Doctorowrsquos Blogger Relations Tips

bull Have a link

bull Have a permanent link

bull Have a link for everything

bull Avoid flash sites

bull Avoid PDFs

bull Make video downloadable and streamable

bull Put your URL on your images

bull Linking policies are ridiculous

bull Specify credit and usage rights

bull Send suggestions by the preferred means

108

Use Google Reader to Answer the Phone

From ldquoTrust Agentsrdquo ndash Pg 197

Photo by spaceamoeba

109

Photo by Stu Spivack

Customer Service as PR

Inspired by ldquoTwittervillerdquo

110

Deciding Who to Engage

Inspired by ldquoTwittervillerdquo ndash Pg 51

Invest time looking for fence sitters who express themselves in social media --doubters who might be turned into believers through conversation

by Beth Rankin by Glen Kirk by lilrsquobear

111

Art of the Mea Culpa

112

Resources for Proving a Social Media Strategy

113

Pew Internet

114

Pew Internet

115

Social Media Demographics

116

Social Media Demographics Database

Generation Gap

Source Forrester Research

117

Afternoon Break

118

Communicatorrsquos Guide to Twitter

Source Current TV

119

Humanize at Your Own Risk

Scale by Adding team

Members

120

Twitter as a News Source

Source Examinercom

121

Tweet as SOS

122

No Other Media Does This

TwitPic of Missing Girl

Trending Topic Selected

ReTweet Volume Over Time

Trending Topics Daily

Trending Keywords

123

Or this

124

Twitter is Discoverable

125

Twitter Value Proposition

finds whatrsquos already happened

finds whatrsquos happening now

126

Twitter Value Proposition

Immediate many-to-many communications

Information as social object

127

ldquo s smallness allowed more posts to go up more frequently Likewise it was faster and easier for people to respond and thus the conversation moved faster and very often went further on Twitter than it did on standard blogs

Twitter Value Proposition

Excerpted from Twitterville by Shel Israel

128

Twitter is Public Record

129

Anatomy of Twitter

Since the last browser refresh

Number of unused characters

The Tweets of everyone Irsquom following

Tweet Field

130

Anatomy of Twitter replies ReTweets amp Trends

My reply in full view of others

Where to find your replies

Tweet directed to me in full view of

others

Most popular terms on Twitter right now

Distribute this Tweet to my followers

131

Science of Retweets

Source Dan Zarella

132

Twitter Hashtags

133

Twitter Hashtags

134

Twitter Hashtags

135

Exercise Add a Hashtag RSS Feeder to Reader

Keyword surfaces Hashtag

136

Anatomy of Twitter Direct Messages or DMs

Where I find my DMs

Private conversation between me and Steve

To minimize spam I can only DM

someone following me

137

Anatomy of Twitter Favorites

Tweets Irsquove Favorited

Where my Favorites are

138

Anatomy of Twitter Following

Lists

Options

Tweeters Irsquom Following

Expanded View Option

139

Anatomy of Twitter Followers

Followers Irsquom Following

Tweeters Following me

List View Option

Click ldquofollowersrdquo to view everyone yoursquore following

140

Demo Change Your Twitter Background

Where to change the look of your Twitter webpage

Choose a standard design

Upload a custom

background

Where to find your settings

141

Anatomy of Twitter Apps

Twitter Apps Installed

Where to find your installed apps

142

Pistachiorsquos 140 Twitter App Store

143

Popular Twitter Apps Bitly Link Shortener

144

Measuring Inbounds Visits from Twitter

145

ldquoBack Endingrdquo Tweets

146

Official Twitter Account

147

Fake Twitter Account

148

SearchTwittercom

Geography

Where to find your settings

149

Complex Queries on Twitter Search

150

Results are a Real Time Focus Group

bull Larger sample sizebull Nonstop feedbackbull Always up to datebull No margin of error

151

Brand vs Personal Accounts

Conversations are Owned

Team Tweeters

News Stands Alone

152

Follow the Bread Crumbs

ReTweeting Fake Tweets

153

Good Friends Donrsquot Just Talk ndash They Listen Too

154

How NOT to Attract Followers

Show Yourself

Donrsquot Follow People Before You Have

Tweets

155

Assessing Who to Follow

Any Favorites

Is the Photo Real

Whatrsquos the following to

followers ratio

156

Assessing Who to Follow

Whatrsquos the following to followers ratio

Check the Twitter Userrsquos Favorites

157

Assessing Who to Follow

User Attracts Follower by Following

158

Assessing Who to Follow

Check for replies

Ratio Indicates High Degree of Influence

159

Market Inbound Customers

1 2

3 4

160

Engaging through Twitter

Inspired by ldquoTrust Agentsrdquo ndash Pg 197

Think Conversational

Rather than Solicitous

161

Extend Your by Getting Personal

162

Twitter ID amp Password

Twitpic Link

Twitpic Link amp Caption

Emailed Image amp Subject Headline Posted on Twitpic

PSNH Twitter Strategy

163

Twitter Client TweetDeck

164

HootSuite

165

Tweets via RSS

166

Dangers of Syndication

167

Social Media Management Platforms

Source Jamie Beckland White Horse

168

Case Study Discussion What Do You Think

169

Thank You

(310) 455-4000 Phone

eric[at]ericschwartzman[dot]com Email

ericschwartzmancom Website

ontherecordpodcastcom Podcast

spinfluencercom Blog

ericschwartzman Twitter

facebookcomericschwartzman Facebook

linkedincominschwartzman Linkedin

youtubecomspinfluencer YouTube

slidesharenetericschwartzman slideshare

Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons

Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30

170

Email

Source Universal McCann

171

Time Spent on Email Declines

Source Nielsen

172

Email Usage on Smart Phone Rises

Source Exact Target

173

Matching the Media to the Message

174

Direct Communications Coping with Attention Deficits

175

Links vs Attachments

176

Email Resource Sending Large Files

177

Email Risks

178

Email Risks Blogger Fights Back

unique visitor to lifehackercom

179

Reverse Engineering Media Contact Lists

180

Jedi List Synchronization

181

The Heart of Online Communications

182

Transparency Fosters Empathy

Source US Federal Government

183

Data Visualization

Source httpwwwrecoverygovTransparencyRecipientReportedDatapagesRecipientReportedDataMapaspxState=ILampdatasource=recipient

184

Ambiguity Fosters Skepticism

185

Opacity Breeds Hate

186

Control vs Credibility

187

End of Segmentation

ldquoThe Internet interprets censorship as damage and routes around itrdquo

John Gilmore Co-Founder

Electronic Freedom Foundation

188

Online Newsroom as Home Base

189

Encourage Walk In Traffic

Website

190

Engagement Increases the Number of Entry Points

Website

Blog

FB Fan Page

Twitter

Podcast

YouTube

191

Social Media Expands Your Footprint amp Network

Website

Blog

FB Page

Twitter

Podcast

YouTube

MySpace

Flickr

192

Why Your Websitersquos So Important

193

Making Online News Scanable

194

Main

Nav b

y T

op

icS

ub

Nav f

or

Med

ia

Column 1 Column 2 Column 3 Column 4

Lead Story with Clickable Thumbnail

Logical Path

Headline

Thumbnails in Index

Site Search

Press Info

Subscriptions

Sub HeadlinePrimary Emphasis

Ho

t To

pic

s

Secondary Emphasis

Online Newsroom Design

195

Subscription Kiosk with RSS Email and Sharing

The Subscription Kiosk should be used as a function element on every page within the online newsroom

Subscription Kiosks

196

Clickable RSS Text and Icon

Step One ndash Visitor clicks the RSS text or icon

Subscription Kiosks - RSS

197

Category Feed

Sub Category Feed

Sub Category Feed

Generates Custom RSS Feed

Help Screen

Subscription Kiosks ndash Custom Feeds

198

Step Threendash Branded icons help visitors move their subscriptions into their RSS reader of choice subscribe via browser or view a raw feed

One Click Subscription to Google Reader or iGoogle

Subscribe via Internet Explorer or Firefox

View Raw RSS Feed

Close Option

Subscription Kiosks ndash One-Click Import

199

Clickable Alerts Text and Icon

Step One ndash Visitor clicks the Alerts text or icon

Subscription Kiosks ndash Email Alerts

200

CAPTCHA Code function with audio accessibility for visually impaired visitors

Subscriber enters email address

Confirmation message

Subscription Kiosks ndash Email CAPTCHAs and Confirmations

201

Step Threendash Visitor clicks on an unique hyperlink sent to the registered email address from the newsroomrsquos domain

Unique URL

Email Sent from Online Newsroom Domain

Subscription Kiosks ndash Email Authentication Links

202

Subscription Kiosks ndash Email Category and Sub Categories

203

Clickable Share Text and Icon

Step One ndash Visitor clicks the Share text or icon

Subscription Kiosks - Sharing

204

Clickable Share Text and Icon

Forward via Email

Format to Print

Page Title Website Category Publisher (Specific to General)

Facebook CAPTCHA

Permalink

Subscription Kiosks ndash Sharing via Social Networks

205

Optional Comments Field

CAPTCHA

Recipientrsquos Email

Subscription Kiosks ndash Sharing via Email

User Comment

Page Title URL

206

Searches ldquoArea of Expertiserdquo field (manually entered)

Expert Database Search Results

Paginated Results

Newsroom Links

Expert Detail Page

Sort By Option

Thumbnail Image

Experts Database

207

Unfiltered News Source

208

Black Box

Standard Homepage

Background Image

No Background Image

Crisis Footer

Standard Footer

Black Box Homepage

Crisis Communications Template

209

Online Crisis Communications ndash Demand Spike

210

Social Distributed Problem Solving